The Role of Self-Identity in Predicting College Students’ Intention to Consume Fruits and Vegetables

Abstract

The purpose of this study was to examine psychosocial determinants influencing college students’ intention to consume fruits and vegetables. The cross-sectional study was conducted in January, 2017. The setting was undergraduate classes at The University of Alabama. A total of 162 undergraduate students with a mean age of 21 (standard deviation = 1.84 ) participated in this study. Participants completed validated instruments measuring Theory of Planned Behavior variables and self-identity. Structural Equation Modeling was used to analyze the data. Chi-square statistic, CFI, RMSEA and TLI were used to assess model fit. Model fit indices showed the hypothesized SEM model provided a good fit to the data (χ2 (80)=181.32, p<0.05; CFI=0.94; RMSEA=0.08; TLI: 0.91). Self-identity was the most significant predictor of intention to consume FV, followed by attitude, perceived behavioral control (PBC) and subjective norm among college students. Findings from the present study indicate that college students’ view of themselves has the biggest impact on their intention to consume FV. In addition, attitude, PBC, and subjective norm predicted intention to consume FV. Therefore, nutrition education advocating the role of increased FV consumption on positive self-identity, such as handouts incorporating images relatable to college students, could possibly increase college students’ intention to consume FV. Additionally, positive attitudes towards FV intake should be encouraged and barriers to FV consumption should be eliminated to increase intention among college students.